Marketing Automation Manager

Role Summary As the Manager of Marketing Automation within the Data Insights & Marketing Automation team, you will own the operational execution and optimization of our marketing automation platform (MAP), driving impactful campaigns, data integrations, and insights that fuel business growth. You will be responsible for ensuring automation campaigns create tangible business impact, the tool is fully leveraged, brand standards are upheld, and metrics are tracked in alignment with our “Supercharging Progress” ethos. Key Responsibilities Lead the day-to-day operations of the MAP (Unica), including campaign execution, segmentation, workflow/journey design, data lifecycle management and tool governance. Oversee a small team (~4 members) of specialists/analysts responsible for automation workflows, reporting, data integrations and tool maintenance. Partner with cross-functional stakeholders, including vertical, growth, horizontal marketing teams, sales operations and IT to ensure end-to-end campaign integration, measurement and optimization. Ensure seamless data flows between the MAP, CDP and CRM systems; design and implement integrations, maintain data quality and ensure alignment with marketing and sales systems. Define and monitor key impact metrics (e.g., campaign volume & completion, conversion rates, revenue influenced) and operational metrics (tool uptime, SLA for campaign builds) to drive continuous improvement. Establish and enforce operational excellence standards, including workflow governance, naming conventions, segmentation best practices, brand compliance in communications, and process documentation. Provide insights and reporting to leadership on automation performance, ROI, tool utilization, areas for improvement and optimization. Stay current with best practices in marketing automation, emerging features within Unica (or comparable platforms), and recommend enhancements to our stack. Collaborate with your team to train and upskill internal stakeholders on the automation platform and its capabilities, thereby enhancing the overall marketing maturity of HCLTech. Contribute to our culture of “Find Your Spark” by mentoring team members, fostering curiosity, and continuously seeking improvement. KPIs and Success Metrics Campaign execution volume (number of automation workflows launched) Conversion rate of automated campaigns (leads → MQLs/SQLs or equivalent) Revenue influenced by automated campaigns Tool uptime and SLA compliance for builds/deployments Data integration success rate and time-to-integration (MAP ↔ CDP ↔ CRM) Tool utilization rate (percentage of eligible campaigns using automation workflows) Team performance: meeting deadlines, quality of build, stakeholder satisfaction Required Skills and Experience Bachelor’s degree in marketing, Business, Engineering or related discipline Minimum 5 years of experience in B2B marketing automation, ideally in a global technology/IT services firm. Hands-on experience with Unica strongly preferred; alternatively, experience with other MAP platforms (e.g., Marketo, Eloqua, Pardot) with willingness to ramp up quickly. Proven success managing and optimizing campaign workflows, audience segmentation, lead scoring, and data integrations. Strong analytical mindset: able to define and report on key conversion metrics, interpret results and recommend optimization actions. Experience working with or within CDP/CRM ecosystems and ensuring data cleanliness and integration. Excellent stakeholder management skills: able to work across marketing functions, data engineering, IT, and sales teams. Strong documentation, process governance and operational discipline. Excellent written and verbal communication skills in English; ability to simplify complex technical flows for non-technical stakeholders. Comfortable working in a hybrid environment in Noida and flexible to adapt in a fast-moving global marketing team. Preferred (Nice-to-Have) Experience in the IT services or technology solutions industry (global/multi-market exposure). Certification or formal training in marketing automation, analytics or CDP/CRM platforms. Familiarity with ABM (account-based marketing) workflows and enterprise-scale marketing automation. Experience in a team with direct reports and a track record of building capabilities/mentoring. Familiarity with global compliance standards (GDPR, CASL, global privacy) in automation workflows. Culture and Traits We’re looking for someone who embodies HCLTech’s values — integrity, inclusion, value creation, and people-centricity. You are curious, data-driven, operationally savvy and passionate about delivering measurable business value through marketing technology. You thrive in a collaborative, fast-paced environment where you partner with global teams and welcome or inspire change.